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Client:
Columbus Metropolitan Housing Authority
Project Goals:
Recruitment
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An Ill-Suited Image
Columbus Metropolitan Housing Authority (CMHA) opens doors for residents throughout the Greater Columbus Metropolitan Area. They connect individuals with affordable housing through residential development, renovation and maintenance. They promote neighborhood revitalization and bridge access to social services — amazing work that strengthens their community.
The issue they faced is all too common in the industry: the widely held belief that housing authorities create crime-ridden “slums” and “projects” to indefinitely house individuals who lack goals and ambition. NIMBY (Not In My Backyard) mentality had become deeply rooted in area communities. Negative public image was a roadblock, preventing CMHA from expanding and improving development, fully implementing assistance programs and stunting their ability to reach residents in need.
Research
Planning
Messaging
Creative
Social Media
Media Buying
Digital
Web
Public Relations
Content Marketing
Changing the Narrative
Güd Marketing empowered CMHA to take control of their image and accurately present themselves as benevolent stewards of essential public resources and a vital asset to the community. The results were transformative — ushering a profound shift in perception, interest and funding. There has been a significant decrease in negative sentiment toward CMHA as citizens become aware of the broad scope of people who benefit from their community-building programs. The housing authority is federally recognized as an industry leader and has garnered the interest of private investors.
The Power of Storytelling
A sweepingly effective tactic, our team of public relations experts replaced the standard, single-perception testimonials that were, at the time, the predominant driver of CMHA’s image, with strategic storytelling. Güd Marketing identified and skillfully framed stories that highlighted the value CMHA brings to communities by reducing the cost burden of housing and increasing access to safe, affordable places to live. We presented these stories to the public, stakeholders and governmental policymakers. We brought them to new conferences, press releases, and showcased them on local and national media outlets — drawing attention, awareness and support for CMHA that otherwise would have only been attainable through the purchase of cost-prohibitive paid media. These initial efforts led to a robust increase in CMHA’s list of stakeholders and partners.
Billboard
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Paid Social
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Digital Ads
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Events
Other Tactics
Headline
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Headline
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Purposeful Communication
We know that effective, sustainable marketing is achieved through varied and continuous efforts. To continue and expand their work, CMHA needed to maintain momentum, relevance and positive image to keep stakeholders abreast of important events and developments. Güd Marketing has strategically developed and implemented a tailored plan to reach the right people, with the right message, at the right time, in the right way. This plan incorporates:
Campaign Tactics
Stakeholder outreach
Media Coverage
Website
Integrated Video
Print Ads
Email Marketing Campaign
Meaningful, Measurable Results
Güd Marketing is proud of our partnership with CMHA which has led to their statewide and national recognition as a leader in the affordable housing industry. Highlights include:
400% HIGHER
CMHA’s stakeholder list, expanding their outreach
$3.3 MILLION
Earned media coverage(cost CMHA would have incurred through paid media costs)
47% INCREASE
positive media coverage, reflecting a huge shift in public perception and support of CMHA
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